2016 Winners & Shortlists

Brief Explanation

TGI showed 61% of LVQR’s audience believe that watching TV is their favorite pastime and digital has highest affinity but almost half of our TG would switch channels during ad breaks, which made way for content to be viewed on multiple platforms and killed “family time”. Fragmentation of TV viewership and social media’s rise created the need to invest in producing relevant content to our audience and have cross channel distribution soliciting social media reactions. LVQR wanted to achieve 5 point improvement on brand bonding and increase sales by 6% during the campaign so it has set out clear objectives.

Results and Effectiveness

• 5 million TV viewers • Facebook videos viewed by 772,000. Engagement rate: 2.3% (market average 0.38%) • Facebook community +258% • Brand Bonding increased (9points) • Sep-Oct Sales 2015 Vs. 2014: +24% • LVQR sales acceleration IMS +9% Oct. YTD vs. LY • TOM awareness (+5%), Spontaneous brand awareness (+11%), Trial (+5%)

Creative Execution

The core idea was to subtly integrate the Laughing Cow, within high affinity TV shows. She co-hosted the morning show called Sabah El Ward and in the evening show, she engaged with audiences of Sa'a Ma'a Sherif and bonded instantly with them and created a friendly competition. She made them sing the new anthem on a karaoke and winners were given goody bags from Bel. On her second appearance, we collaborated with Kidzania, by inviting their dancers to the LVQR segment and provided winners free tickets to Kidzania, along with free entrance for underprivileged kids that winners would invite along.

Insights, Strategy and the Idea

LVQR has always brought smiles and great taste to its consumers, but since 90 years it has remained a mystery as to why the Laughing Cow, as it is popularly called, is laughing! To shed off the “old” image and to be distinct amongst the competition, we needed to attempt something big! We identified two content areas that our families warm up to the most – morning show that covers highlights on social issues and a general entertainment talk show in the evening that covers beauty, kids and cooking.